Maxalto unveiled its 2024 collection at its flagship store on Rue du Bac during Maison&Objet. This year’s collection, designed by Antonio Citterio, marks a new chapter as the brand evolves to meet the modern luxury buyer’s needs by introducing a bespoke design service, Atelier. The new service, which allows customers to infuse individuality into any Maxalto creation, reflects an industry-wide shift toward heightened personalization.
Italia Casalino, general manager of Maxalto, a brand of B&B Italia Group, spoke with me about the introduction of Atelier, emphasizing its commitment to bespoke luxury. “As a consumer you can arrive with your interior architect and choose a fabric to, say, match the identity of your wallpaper. Also, new products are now designed with customization in mind. That is a difference.” Atelier allows for an array of modifications, from exclusive fabrics and finishes to tailor-made dimensions, ensuring each Maxalto piece is as unique as its owner.
The brand, known for its extensive collection of more than 180 items, derives its strength from its artistic director. “The idea is to emphasize the power of the brand. We have a really huge collection, but behind it there is always the same artistic director, Antonio Citterio, which makes our work timeless. You can mix and match all the products of the collection as you want and each piece will talk with the other. Maxalto is truly a lifestyle interiors brand,” Italia says.
This year’s standout is the Florius sofa system. It strikes a balance between minimalism and comfort, with each element from the frame to the cushions thoughtfully composed. Florius is available in two versions: one completely upholstered in fabric or leather, and the other featuring a wooden frame in shellac finish available in black, red, or soya.
Accompanying Florius is the Soleide series. These coffee tables and consoles, with their hammered mirror steel tops, introduce a new finish for Maxalto. Maxalto’s bestseller, the Caratos range, introduces two new chairs, Both feature a swivel base and are designed for comfort and ease, aligning with the collection’s ethos of sophisticated yet functional design.
Italia also highlighted Maxalto’s expanding footprint, particularly in the United States, where a refined understanding of Italian design culture is burgeoning. “American consumers appreciate more and more Italian design,” she says. “Our storytelling in the USA is strong, and buyers can fall in love with our heritage.”
Later this year the brand will launch a new showroom on 135 Madison Avenue in New York City.